You can engage with various celebrities – even individuals who are perceived in your community to have a celebrity status – to create assets usable through social media and PR– photos of the individual with your brand, testimonials, social media giveaways through the individual’s own sites…

If you have a national retail store – or even regional – you could create a program where you sponsor screenings of films that are geared to your consumer, or provide pre-paid movie tickets as an incentive to purchase your product.  Or even create a music download program where consumer obtain free downloads with purchase.